Thursday, 16 October 2014

When to hire a Chief Digital Officer

There was a fun tweet today which went something like this

You should hire a Chief Digital Officer if:

  • CEO has a Blackberry
  • CMO buys TV/radio ads
  • CIO uses AOL email


It made me think of a whole lot of corollaries
You should hire a Chief Digital Officer if *anyone* at C-level or the board thinks:

  • Thinks the internet is a channel
  • Thinks the internet is not relevant
  • Thinks the internet is overhyped

And then there are these. You should hire a Chief Digital Officer if anyone at C-level or the board thinks:

  • Thinks digital transformation is overhyped 
  • Thinks digital transformation is not relevant

Those rapidly flowed to these . . . you should hire a Chief Digital Officer if anyone at C-level or the board thinks:

  • They've done digital transformation - the company HAS a web site already
  • Digital transformation doesn't work in their sector - they've tried something and it failed 
  • Thinks digital transformation is not relevant

And then there are these - that you should hire a Chief Digital Officer if any of the following apply :

  • You don't have or understand a portfolio approach to risk involved in digital 
  • CEO or board have not bought from their own site themselves
  • CEO has not spent time intensively looking at his own company's social media personally with someone not responsible for generating the content
  • Whoever is in charge of digital customer experience only uses one type of mobile (apple/android/windows/blackberry)
  • CEO has not bought from their own site on a tablet
  • CEO doesn't know what a platform is or why platform should take priority over product
  • CEO doesn't know what a minimal viable product is
  • Digital is put off until next year

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